Can Estate Agents Wean Themselves Off the Rightmove Property Portal and Its Price Increase?

Introduction

So we all know the real estate industry has undergone significant transformations in recent years both here in the UK and elsewhere, with the rise of online platforms revolutionising the way properties are listed and marketed. One such platform that has become a dominant force here in the UK and divides quite a few agents as I have found out from the numerous articles I have read is Rightmove, a property portal that connects buyers and sellers across the United Kingdom. However, as the price of using Rightmove continues to increase (and in the past couple of weeks, we have had such an increase), estate agents are left wondering if there are alternative options available to showcase their listings effectively. In this article, I will explore the question: Can estate agents wean themselves off the Rightmove property portal and its price increase? Additionally, I will delve into various alternatives that can convince sellers to list their properties elsewhere, allowing estate agents to adapt and thrive in this ever-evolving industry.

Can Estate Agents Wean Themselves Off the Rightmove Property Portal and Its Price Increase?

The question on many estate agents' minds is whether it is possible to reduce reliance on the Rightmove property portal and escape its escalating costs that we have seen in the past couple of days. Let's examine this challenge and explore some potential solutions.

Understanding the Rightmove Phenomenon

Rightmove's dominance in the UK property market cannot be overstated. With its extensive database of properties, user-friendly interface, and widespread brand recognition, it has become the go-to platform for buyers and sellers alike. However, the price of advertising on Rightmove has steadily increased over the years, placing a significant financial burden on estate agents, especially smaller firms or independent self-employed agents.

Assessing the Alternatives

To wean themselves off the Rightmove property portal, estate agents must identify viable alternatives that offer comparable reach and effectiveness. Here are some options to consider that may help you make that move:

1. Zoopla: Zoopla is a major competitor to Rightmove and offers a similar platform to list properties. By diversifying their online presence, estate agents can tap into a broader audience of potential buyers.
2. OnTheMarket: OnTheMarket is another property portal that has gained traction in recent years. It encourages estate agents to reduce reliance on Rightmove and Zoopla by listing exclusively with them and even claim to have listings up before the other big two.
3. Social Media: Leveraging the power of social media platforms like Facebook, Instagram, and Twitter can help estate agents expand their reach and engage with potential buyers in a more interactive and targeted manner. While we are on the subject of social media, can I just take a moment to mention Lisa Novak from Novak Properties in Dee Why NSW Australia.?Lisa is phenomenal when it comes to marketing her properties on social media and she generates so much interest in her post that gets buyers attention.?I would suggest that you look her up and follow her.
4. Local Websites: In some areas, local property websites cater specifically to the regional market. Listing properties on these platforms can be a cost-effective way to attract local buyers and sellers.
5. Traditional Advertising: While online platforms dominate the real estate landscape, traditional advertising methods such as newspaper listings, brochures, and billboards should not be overlooked. They can still be effective in reaching a certain demographic and creating local awareness.?Some of what we call the “old ways of listing a property” can still be effective in todays market.

Convince Your Seller to List Their Property Elsewhere

Now that I have explored alternative options to Rightmove, let's focus on ways to convince sellers to list their properties on these platforms:

1. Highlight Cost Savings: One of the main reasons to explore alternatives to Rightmove is the rising cost of advertising. Explain to sellers that by utilising other platforms, they can save money while still reaching a wide audience of potential buyers.?It’s you the agent that should be really selling the virtues of the property not the portals.?Do your research and bring the evidence to your client.?
2. Demonstrate Success Stories: Show sellers examples of properties that were successfully sold through alternative platforms. Provide data on the number of inquiries, viewings, and ultimately, successful transactions to instill confidence in these alternatives.

Targeted Marketing: Explain to sellers how alternative platforms, such as Zoopla or OnTheMarket, allow for more targeted marketing strategies. These platforms offer advanced filtering options, allowing agents to reach specific demographics or individuals actively searching for properties in their area.?One such person that I think is the master of getting the best out of Zoopla is Simon Gates.?Those who don’t know him, look him up on Facebook and YouTube.

Enhanced Exposure: Emphasise that diversifying the listing across multiple platforms increases the property's exposure and the chances of attracting interested buyers. Sellers want their properties to be seen by as many potential buyers as possible, and showcasing them on various platforms accomplishes this goal.?people are always looking to buy, they just don’t know until the opportunity is presented to them.

Data Analytics: Showcase the benefits of detailed data analytics available on alternative platforms. Explain how agents can track the performance of their listings, monitor buyer behaviour, and make data-driven decisions to optimise their marketing strategies.

Positive User Experience: Highlight the user experience on alternative platforms, emphasising their ease of use, interactive features, and mobile-friendly interfaces. Many buyers now prefer browsing properties on their smartphones, and showcasing the property on a platform that prioritises mobile responsiveness can be a persuasive selling point.

Testimonials and Reviews: Share testimonials and reviews from other sellers who have successfully listed their properties on alternative platforms. Hearing positive experiences from peers can help alleviate any concerns or reservations sellers may have.

Offer a Comprehensive Marketing Strategy: Present sellers with a comprehensive marketing plan that includes a mix of online and offline strategies. Assure them that their property will receive the necessary exposure through alternative platforms, social media campaigns, traditional advertising, and any other relevant channels.

Frequently Asked Questions (FAQs)

1. Can estate agents completely eliminate their reliance on Rightmove?
2. While it may be challenging to completely eliminate reliance on Rightmove, estate agents can significantly reduce their dependence by exploring alternative platforms and implementing a diversified marketing strategy.
3. Do alternative platforms offer the same level of exposure as Rightmove?
4. Alternative platforms like Zoopla and OnTheMarket have established themselves as credible competitors to Rightmove, offering comparable exposure and reach. By utilising these platforms in conjunction with other marketing methods, estate agents can effectively target a wide range of potential buyers.
5. How can estate agents convince sellers that alternative platforms are effective?
6. Estate agents can convince sellers of the effectiveness of alternative platforms by providing testimonials, showcasing success stories, and offering data-driven insights that demonstrate the platform's ability to attract interested buyers and facilitate successful transactions.
7. Are traditional advertising methods still relevant in the digital age?
8. While online platforms have become dominant, traditional advertising methods can still play a role in reaching certain demographics or creating local awareness. A balanced marketing approach that incorporates both online and offline strategies can yield favourable results.?Don’t be afraid to experiment.
9. What role does social media play in marketing properties?
10. Social media platforms offer a powerful tool for estate agents to engage with potential buyers, showcase properties through visually appealing content, and reach specific target audiences. Utilising social media platforms can greatly enhance the marketing efforts of estate agents.
11. What should estate agents consider when choosing alternative platforms?
12. When selecting alternative platforms, estate agents should consider factors such as the platform's user base, features and functionality, cost, reach in their target market, and any unique selling points that differentiate them from competitors.

Conclusion

As the real estate landscape continues to evolve, estate agents are faced with the challenge of reducing their reliance on the Rightmove property portal and its increasing costs. By exploring alternative platforms such as Zoopla, OnTheMarket, social media, and traditional advertising methods, estate agents can effectively showcase properties to a broader audience while offering cost savings and tailored marketing strategies. Convincing sellers to list their properties on these alternative platforms requires highlighting the benefits, demonstrating success stories, and presenting a comprehensive marketing strategy that combines various channels.